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David Beckham Launching Homme

Daughter Harper isn’t the only new project the soccer star has going on: he is set to launch a new scent in September.

Daughter Harper isn’t the only new project David Beckham has going on: The soccer star is set to launch a new scent, David Beckham Homme, in September.

“David Beckham Homme is a strategic launch for us and represents a key new orientation for the David Beckham fragrance brand — getting back to the male roots of the brand, enhancing David as an athlete and an aspirational man and building a new pillar to the David Beckham franchise,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. The scent’s masculine bent also is a boon for Coty, he noted. “It brings a lot to Coty Beauty as we don’t have many iconic male brands, so this brand is and remains strategic for us,” he said. “We are ambitious, and we want a new hit.”

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While Mormoris declined comment on projected sales, he noted that the scent could exceed the figures generated by Beckham’s 2006 Instinct launch, which generated worldwide sales of more than $60 million at retail. While most Beckham scents have involved pulsed rollouts, David Beckham Homme will launch in all global markets simultaneously.

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Concocted by Firmenich’s Pierre Negrin, the scent has top notes of citrus, ginger, pine and fiery pepper; a heart of cashmere wood, leather and rosemary, and a drydown of mahogany wood, patchouli and skin musk. Eaux de toilette in three sizes — 0.5 oz. for $17.83, 1 oz. for $25 and 1.7 oz. for $33 — will be sold. Outside the U.S., Coty will also offer a 2.5-oz. size, along with a hair and body wash, deodorant body spray and deodorant stick. Coty is unveiling a new brand logo for Beckham with the range, a circular design with a dark gray metallic typeface.

Print advertising, shot by Alasdair Mclellen, features a color shot of Beckham against a gray background with a product shot of the fragrance. In the U.S., it will begin breaking in October fashion, beauty and lifestyle books. A TV campaign has been shot by Anthony Mandler and a new dedicated Web site for the scent is also expected.